Apple reveals launch partners for new iAd API

Apple has named MediaMath, The Trade Desk, Rubicon Project, GET IT Mobile, Accordant Media, Adelphic and AdRoll as launch partners for the company's iAd Workbench API 2.0.

The API marks iAd’s further expansion into programmatic advertising channels.

Using the API, marketers are able to serve personalised ad campaigns across iPhones and iPads using in-app inventory.

"Our partnership with Apple signals a significant milestone in bringing the power, precision and scale of programmatic buying to a high-quality, in-demand inventory source," said AdRoll president and CMO, Adam Berke.

AdRoll customers will be able to run campaigns using Apple’s proprietary customer data sets from iTunes and the App Store, with the capability to create and update campaigns, retrieve analytics and manage bids across the iAd network directly through AdRoll’s platform.

"With marketing budgets rapidly shifting towards programmatic, and the continued rapid growth of mobile, iAd brings a powerful combination of global scale, unique and rich data, and a high-quality user experience, allowing our clients to engage with their target consumers across an unprecedented range of apps and devices," said the chief operating officer of MediaMath, Ari Buchalter. MediaMath is the creator of the creator of the TerminalOne Marketing Operating System.

The CEO of Accordant Media, Arthur Muldoon, said that iAd can "deliver scalable, highly targeted programmatic media solutions to brands within a fully transparent and attributable cross-device context".

iAd provides marketers with access to more than 250,000 apps in more than 100 countries, according to a statement from Apple.

Apple originally launched the advertising platform in 2010.

Most recently the company added Chile, Colombia, Ecuador, Grenada, India, Trinidad and Tobago, and Turkey to the service.